Formation/Cours

define the research problem and the research questions
to write an online questionnaire in qualtrics
to understand the different market research designs
to extract a sample and collect information for both quantitative research and qualitative research
to understand the benefits and drawbacks of online market research/panels
to understand the differences in data collection
to interpret information to find answers to a research question
to integrate various business disciplines and functions (AOL 6.C)
to convey powerfull messages by means of a managerial presentation (AOL 4.C.)
to solve a problem/opportunity using the appropriate methodology (AOL 3.A) and proposing creative solutions (AOL 3.B)

The aim of this course is to develop students’ understanding of marketing research methodology for better decision-making. Most major marketing decisions made by large manufacturers and service firms are based, at least in part, on the results of marketing research. Only those marketing managers with a solid understanding of research are able to use it effectively.

The classes for this module are spread into several sessions. The first sessions provides insights into the basics of the marketing research ‘architecture’: problem definition, research design and sampling. The last sessions explores specific data analysis applications of marketing research: quantitative research. This course enables students to execute a marketing research project in collaboration with other students (international)(AOL 1B). Students will be able to understand the differences in research techniques and will learn how to select the right research method for the underlying problem or opportunity (AOL3.A/3.B/6.C). In addition, students will have to present in a managerial way (AOL 4.C)

Students are also requested to take part of two behavioral studies this in order to learn how research is done and how to build a questionnaire/experiment. Learning by doing.